Shipments reached 3.59 million units in April, an increase of 1.8% from the same period last year.

The figures come from China’s state-linked research data on handset shipments. Total smartphone shipments in the country stood at 25.73 million units, up 2.8% year on year.

Growth is still present, but only just. April marks the weakest performance for foreign brands in months and sits well below the strength recorded in the first quarter.

In that quarter, foreign brands expanded at a far quicker pace. Apple alone shipped 13.1 million iPhones in China in the first three months of the year, up from 9.2 million a year earlier.

That represents growth of about 42%. The foreign-brand category also posted double-digit gains over the same period.

China’s overall smartphone market, however, did not follow the same direction. Total shipments fell 3.3% in the first quarter to around 69 million units. Domestic brands took the bulk of sales, while foreign players held a smaller share of the market.

Huawei moved back into the top position in China during the quarter for the first time in five years. Apple held second place. Both companies were responsible for much of the activity in the premium segment.

Huawei’s growth was supported by strong demand for its Mate 80 series and its foldable Pura X device. Apple also saw solid demand for its iPhone 17 range. At the same time, Xiaomi recorded a steep decline, with shipments falling by around 35%.

Outside China, Apple reached a major milestone in the same period. It became the world’s largest smartphone maker in the first quarter of 2026, taking a 21% global market share.

Samsung followed, also at 21%. The iPhone 17 series performed strongly, taking several top positions in global sales rankings.

Back in China, the April slowdown for foreign brands stands out. The 1.8% rise shows demand has cooled compared with the earlier surge.

The figures do not break down individual companies, but Apple is still the dominant foreign company in the market. Other brands such as Samsung and Sony account for the remainder of the category.

The environment helps explain some of the movement. High memory chip costs have affected pricing across the industry.

Apple has largely avoided major price increases, while several competitors adjusted prices upward. That shift appears to have pulled some demand forward into earlier months.

There is also a seasonal pattern. April often shows weaker growth in smartphone markets as consumers wait for later product cycles. I note that this period usually sits between early-year demand spikes and the build-up to new launches later in the year.

Market-wide data supports this slowdown. March shipments reached 21.15 million units, down 7.1% year on year but up strongly from February. Domestic brands accounted for the vast majority of sales during that period, leaving foreign brands with a stable but limited share.

Apple has been working to steady its position in China after a difficult 2024. The strong first quarter suggested a recovery was under way, driven by both replacement demand and interest in the latest iPhone models.

April complicates that picture. One month does not define a trend, but it does interrupt the pace seen earlier in the year. The next set of data will be important. May and June figures will show whether demand has simply paused or whether growth is levelling out.

There is also a comparison effect to consider. Late 2025 saw unusually strong foreign-brand shipments, which makes current year-on-year growth harder to sustain. That base effect is likely to influence the rest of 2026 reporting.

China’s smartphone market is stable but not expanding. Foreign brands are still growing, but at a far slower rate than earlier in the year. Apple is still a key driver in the premium segment, but the scale has clearly eased.

New figures from Counterpoint Research showed Apple’s shipments grew 20% year-on-year between January and March. That was the strongest performance among the country’s major phone makers.

The overall Chinese smartphone market, however, fell 4% during the same period. High memory chip prices and supply chain pressure weighed on sales across the sector.

Huawei kept its lead in the market with a 20% share after posting 2% shipment growth. Apple followed closely with 19%.

Counterpoint senior analyst Ivan Lam said Apple stood out while rivals raised prices.

“As most rivals raise prices, Apple stands out for value, with Chinese consumers knowing its products last at least three years,” he said.

That view appears to be helping Apple hold demand in a market where buyers have become more careful with spending.

Huawei also benefited from strong demand across both premium and lower-priced devices. Lam said sales of models such as the Enjoy 90 series helped lift its numbers.

Several other brands lost ground.

Xiaomi’s shipments dropped 35%, pushing it down to sixth place. Lam linked the fall to a strong performance in the same period last year, when the company benefited from aggressive discounts and government subsidies.

Oppo and Honor also posted declines of 5% and 3% respectively.

Vivo was one of the few brands to grow, recording a 2% rise, helped by strong Lunar New Year sales.

With these, Counterpoint expects more pressure in the second quarter as Chinese brands keep raising prices.

Lam said Apple and Huawei may cope better than others, with Huawei likely to gain further support from demand for cheaper handsets.

New data from Counterpoint Research shows that demand is still weak across China. Government subsidies introduced in January have not done much to change that, making individuals hold back on spending, and phone makers are feeling it.

Apple, however, managed to push ahead, discounts on e-commerce platforms helped, and the base model of the iPhone 17 qualified for state subsidies. That combination made its devices more attractive at a time when buyers are prudent.

There is also the question of cost, with memory chip prices surging and putting pressure on manufacturers.

While others are reacting by raising prices, Apple is taking a different route. Its control over its supply chain gives it room to absorb some of the extra cost instead of passing it on to customers.

Counterpoint explained, “Apple is unlikely to follow suit, instead absorbing part of the margin pressure and using the situation to potentially expand its market share.”

Competitors are not in the same position. OPPO and vivo have already increased prices on some existing models this month. The adjustments are not just covering costs, but are also testing how much consumers are willing to pay before new devices arrive later in the year.

Meanwhile, Huawei is leaning on domestic suppliers who tend to charge less than international chipmakers, giving Huawei some breathing space.

That advantage could help it compete more aggressively, especially in the low- and mid-range segments.

The pressure is not going away soon. Memory costs are still high, and manufacturers are being forced to choose between protecting margins, keeping prices stable, or pushing shipments.

Hence, the Chinese market is expected to stay soft through March, April and May. There may be some lift in early June when the country’s “618” shopping festival begins.

That period usually brings heavy discounts and a spike in sales, although any rebound may be temporary.

As it stands, most brands are adjusting to a tougher market, while Apple is using the moment to hold its ground in the China smartphone market, and possibly take more share, while sales grow.

The company shipped 10.8 million iPhones in the third quarter of 2025, up 0.6% from a year earlier, securing a 15.8% share of the Chinese smartphone market.

In the overall market, however, total smartphone shipments in China fell by 0.6% year-on-year to 68.4 million units, though the decline was less steep than the 4% drop recorded in the second quarter. This reveals a gradual recovery in the world’s largest smartphone market.

Apple ranked second during the period, behind Vivo, which led with 11.8 million shipments, a 7.8% decline compared to last year. Huawei followed closely with 10.4 million units, down 1%, while Xiaomi shipped 10 million, a 1.7% drop. Again, Apple was the only brand among the top three to record any shipment growth.

Will Wong, senior Smartphone Analyst at IDC, attributed Apple’s resilience to the success of its latest model. “Apple’s value-for-money base model iPhone 17 successfully captured value-seeking customers, helping it to achieve slight growth and a higher ranking than the previous quarter,” he said.

The strong performance of the iPhone 17 base model shows Apple’s ability to appeal to both premium and budget-conscious consumers. In a price-sensitive market where buyers are cautious with spending, Apple’s strategy of offering a more affordable variant without compromising quality has paid off.

The launch of the iPhone Air in October, following regulatory approval for SIM support, is expected to provide an additional lift to Apple’s sales in the fourth quarter. Analysts also predict an overall improvement in China’s smartphone market, driven by the release of new flagship devices and renewed consumer demand.

Globally, smartphone shipments grew 2.6% year-on-year in the third quarter, supported by strong demand for foldable and AI-powered devices. Apple’s global shipments reached 58.6 million units, representing 18.2% of the worldwide market, bolstered by record iPhone 17 pre-orders.

Apple is steadily gaining back its ground in China, despite economic challenges and fierce competition, revealing the company’s ability to adapt its product strategy and maintain strong consumer loyalty in one of its most important markets, thereby improving smartphone shipment.

This is its best two-month performance since the COVID-19 era and the profits are largely tied to renewed demand in China and the United States, its two largest and most volatile markets.

The latest data from Counterpoint Research show Apple reclaiming the top spot in China for May. But it didn’t happen by chance. 

The company rolled out aggressive discounts, as high as 2,530 yuan ($351), across e-commerce platforms in China, a move seen as necessary to compete with a fast-rising Huawei and other domestic rivals. Despite the bump in sales, this pricing strategy signals that Apple is under pressure.

“Q2 iPhone performance looks promising at the moment, but as always, swings either way are dictated by two markets – the U.S. and China,” said Ivan Lam, senior analyst at Counterpoint Research.

Apple is manoeuvring around geopolitical and economic challenges. In response to former President Trump’s proposed 25% tariff on non-U.S.-made iPhones, Apple rerouted 97% of its India-produced iPhones to the U.S. between March and May. This tactical shift helped shield the company from higher import costs, for now.

Still, the Chinese government has excluded Apple from some public sector subsidies, and Huawei is regaining the top place in the local market. Analysts believe this could drive Apple’s shipments down in 2025, even if the broader Chinese smartphone market grows by an estimated 3%.

The impact of global trade shifts isn’t limited to distribution routes. High tariff issues are beginning to affect product pricing. Counterpoint warns that Apple’s iPhone 17 series, expected next year, could come with higher price tags as production costs jump by an estimated $900 million due to U.S. tariffs.

Globally, Counterpoint has revised its 2025 smartphone shipment growth forecast to 1.9%, down from an earlier projection of 4.2%. The revision shows the worries over tariff disruptions and economic instability across major markets.

Despite short-term wins, Apple is still facing challenges. Between the strategic rerouting of production, deep discounts, government policy shifts, and growing local competition, the company is walking a tightrope.

And while sales are up today, sustaining that growth will depend on how well it can keep both the Chinese and American markets on its side.

According to CAICT, foreign smartphone sales in China fell to 6.22 million units in October from 11.15 million a year earlier. 

China is putting in more preference for locally produced devices, pushing out globally reputable brands like Apple, whose performance in the Chinese market has suffered recently.

Apple, the largest foreign smartphone maker in China, launched its iPhone 16 models in September 2024, yet sales have underperformed among other smartphones in the market. 

One reason for this is the delayed rollout of anticipated artificial intelligence features built for Chinese users, which are not expected to be available until next year. 

Again, Apple has yet to secure a local AI partner, further complicating its efforts to compete in a market increasingly favouring homegrown brands.

This decline in foreign smartphone sales reiterates China’s mission to strengthen local production and reduce reliance on imports. 

Over the past decade, the Chinese government has channelled huge investments into industries such as semiconductors, consumer electronics, and biopharmaceuticals. 

This approach has stimulated the growth of domestic tech giants, allowing them to meet rising demand and compete with international players.

For instance, China’s semiconductor sector, led by companies like Semiconductor Manufacturing International Corporation (SMIC), has seen rapid development, enabling the country to reduce its dependence on foreign chipmakers. 

The emphasis on enabling domestic innovation aligns with China’s economic goals to withstand external pressures, such as trade disputes and shifting global supply chains.

While foreign smartphone sales have taken a hit, overall smartphone sales in China increased slightly by 1.8% in October to reach 29.67 million units. This growth is largely attributed to the success of local brands, which have gained favour among Chinese consumers due to competitive pricing, tailored features, and government backing.

A Blueprint for Self-Reliance

China’s pivot to promoting local production is a model for other countries looking to enhance their economic independence. 

In prioritising domestic production, China is reducing its reliance on imports and also changing its market dynamics to favour local innovation.

Nigeria, too, is striving towards this goal, with companies like Innoson and Omatek leading in local phone manufacturing. 

However, the market remains largely dominated by imported brands, particularly those from China. Despite the Nigerian Communications Commission (NCC) approving several local brands, the penetration of these devices is still limited compared to their international counterparts.

China’s continuous advancement of its self-reliance model should definitely push global companies operating in the country to adjust to the evolving priorities.